As of next year, it seems that teenagers are going to be able to turn their Tweets into UCAS points, with The Daily Telegraph reporting today that an exam board is set to launch a GCSE called ‘English Studies: Digital Communication’.
According to the paper, this will require students to be able to “read, analyse, critique and plan…industry made or user generated examples of advertising, audio podcasts, video/moving image, websites, social networks, wikis and blogs”. In other words, social media.
At the same time, The Independent, which has long-targeted a youth audience (in particular students on campus) and always been something of a pioneer with regards new ways for people to read its newspaper, is embroiled in a potential minefield with its readership over the possible appointment of a new editor, Rod Liddle.
Within hours of Media Guardian publishing the story that Liddle was being lined up as a potential recruit, a Facebook group had sprung up opposing the move. At time of writing, that group has 2,732 members, which is nearly 1,000 more than it had this time yesterday. This is only one example of a string of unpopular decisions by prominent organisations that have resulted in a large number of people registering their dissatisfaction within a short space of time in a similar way.
For comms professionals, social media can be a powerful tool provided you can harness it. For crisis practioners however, it presents a different challenge – how do you communicate sensibly, clearly and effectively with this type of audience, who are clearly pushing for change, whilst protecting your company’s reputation?
As my colleague Grant notes in his blog post today, monitoring and listening to social media channels is a great place to start, but it should only be a start. Actually being in a position to effectively engage with this audience requires an understanding of what motivates them, what their goals are, how you can acknowledge these and crucially, how you can best communicate your key message to them in a way that they will listen to, understand and accept.
In other words, before you can apply the basic principles that drive your crisis comms to these groups, you really need to know and understand your audience first. Sounds familiar? It should do, because it’s something that we do with other audiences and channels already. It’s just that new learning is required with regards to these groups and it is this that can appear daunting at first.
Training can help immensely in this regard, but it also still requires a lot of hard groundwork as well in order to succeed.